Leveraged Marketing Communications: The Importance of Studying the Transfer of Object-To-Brand Associations

Sukki Yoon is Professor of Marketing, Bryant University. Previously he taught at Cleveland State University. He was a visiting scholar at Grey Worldwide, Harvard University, and Southern Methodist University and a consultant at U.S. and Korean firms and government agencies. He has published articles in many international journals and has served on editorial boards.

Yung Kyun Choi (Ph.D., Michigan State University) is Professor in the Department of Advertising and Public Relations at Dongguk University in Seoul, Korea. His research interests are in advertising effects and consumer behaviour in digital media such as social media, mobile media, and AR/VR. He has published articles in many international journals including Journal of Advertising, International Journal of Advertising, and Journal of Business Research, serving on editorial boards in these journals.

Charles R. Taylor is John A. Murphy Professor of Marketing at Villanova University. He currently serves as Editor-in-Chief of International Journal of Advertising. Taylor has published extensively and has received the Ivan L. Preston Award for Outstanding Contribution to Research from the American Academy of Advertising and the Flemming Hansen Award for long-term impact on the advertising field from the European Advertising Academy.